The Engage Brandcraft team is very proud to introduce the unique Legacy Parks concept and related identity. The brand has been on the drawing board for quite some time while the service rollout and communications plans were being finalised. Due to its strategically sensitive nature, we’ve been keeping it under wraps for the duration of this process. The Legacy Parks formally launched last week with the opening of the first park at beautiful Wiesenhof in Stellenbosch. Ian and Dijon attended the auspicious opening event, joining the Legacy Parks team as they unveiled this ground-breaking concept (and brand!) to the South African market.
Legacy Parks’ launch offering is simple but powerful: purchase a piece of a natural park and protect it forever along with your memory. When the time comes, loved ones (or you) can then be quietly and respectfully laid to rest here – in the beautiful, natural and secure surroundings you have chosen (and without gravestones and other somber paraphernalia). At the same time, you’ll also preserve a piece of South Africa’s natural environment in perpetuity. The Legacy Parks concept has wide relevance and applicability (after all, we are all the target market!) – but our job was to add appeal and break the ice. As a result, we built the brand around a subtle brand paradox: a combination of ‘earnest’ BUT ‘light’.
This brand origination exercise resulted in the employment of both clear symbols and subtle nuances. At its core is the tree as an icon representing life; it’s a quiet association and not religion specific, which was important. It’s also a good starting point to emphasize that the parks are a place where nature thrives and life continues (hence ‘legacy’). We expressed this notion both in the continuity of the branch and in the payoff line, Life goes on at Legacy Parks’. We further tried to emphasise this sense of continuity in our use of recycled materials wherever possible. Click on these links to take a look at the logo and other executions to date
*For more information on the Legacy Parks offering, please visit the independently designed website: www.legacyparks.co.za